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    Marketing For Hospitality and Tourism

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    Allan Antonio
    This document provides an overview of marketing concepts relevant to hospitality and tourism. It discusses key ideas like the importance of understanding customer needs and wants, how products and services can provide value and satisfaction, the role of exchange and relationships in marketing, and different philosophies for marketing management. The overall purpose of marketing is to choose target markets and build profitable relationships with customers.

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    Marketing For Hospitality and Tourism

    Uploaded by

    Allan Antonio
    10 views25 pages
    This document provides an overview of marketing concepts relevant to hospitality and tourism. It discusses key ideas like the importance of understanding customer needs and wants, how products and services can provide value and satisfaction, the role of exchange and relationships in marketing, and different philosophies for marketing management. The overall purpose of marketing is to choose target markets and build profitable relationships with customers.

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    This document provides an overview of marketing concepts relevant to hospitality and tourism. It discusses key ideas like the importance of understanding customer needs and wants, how products and services can provide value and satisfaction, the role of exchange and relationships in marketing, and different philosophies for marketing management. The overall purpose of marketing is to choose target markets and build profitable relationships with customers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    10 views25 pages

    Marketing For Hospitality and Tourism

    Uploaded by

    Allan Antonio
    This document provides an overview of marketing concepts relevant to hospitality and tourism. It discusses key ideas like the importance of understanding customer needs and wants, how products and services can provide value and satisfaction, the role of exchange and relationships in marketing, and different philosophies for marketing management. The overall purpose of marketing is to choose target markets and build profitable relationships with customers.

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    Chapter 1

    Introduction

    Marketing for
    Hospitality and
    Tourism
    “Marketing is so basic that it cannot be considered a separate function. It is
    the whole of business seen from the point of view of its final result, that is,
    from the customers point of view…Business success is not determined by the
    producer, but by the customer.”

    -Peter Drucker
    Hospitality Marketing

    •The art of science of


    finding, retaining and
    growing profitable
    customers.
    The Marketing Process
    Understanding the
    Marketplace and Customer
    Needs
    Marketing Core Concept

    • a social and managerial


    process by which
    individuals and groups
    obtained what they need
    and want through
    creating, offering and
    exchanging products of
    value of with others.
    Marketing Core Concept
    1. Needs, Wants and Demand
    • Needs • Wants • Demands
    • Are how people • These are wants
    • Basic human communicate their from a specific
    requirements needs products that are
    • Desired by a customer backed by an ability
    • State of felt and willingness to
    that is not required for buy them,
    deprivation us to survive.
    Marketing Core Concept

    2. Products and Services


    • Anything that can be offered to
    satisfy a need or want.
    • It can be in a form of goods or
    services.
    Marketing Core Concept
    3. Value, Satisfaction and Quality
    • Value
    • A feeling of happiness or content
    with something.
    • A fulfillment of a need or want.
    • Customer Value
    • difference between the benefits
    that the customer gains from
    owning and/or using a product
    and costs of obtaining the
    product.
    •
    Marketing Core Concept
    3. Value, Satisfaction and Quality

    • Satisfaction
    • Is the consumer’s estimate of the
    products overall capacity to satisfy
    his or her needs.
    • Customer Satisfaction
    • Determined by how well the
    product meets the customer’s
    expectations for that product
    Marketing Core Concept
    3. Value, Satisfaction and Quality
    • Quality
    • The totality of features and
    characteristics of a product that
    bears on its ability to meet
    customer needs.
    Marketing Core Concept
    4. Exchange, Transactions, and Relationships

    • Exchange • Transaction • Relationship


    • Is the act of • These are basic unit Marketing
    obtaining a of exchange • Focuses on building
    desired object • is an agreement
    from someone relationships with a
    by offering between a buyer company’s profitable
    something in and a seller to customers.
    return. exchange
    something of value.
    Marketing Core Concept

    5. Markets

    •A market is a set of actual


    and potential buyers who
    might transact with a
    seller.
    MARKETING MANAGEMENT
    • Marketing Management
    • Is the art and science of choosing
    target markets and building
    profitable relationships with
    them.
    • Marketing Manager
    • Is a person who is involved in
    marketing analysis, planning,
    implementation, and control
    activities.
    Five Marketing Management Philosophies
    1. Production Concept

    • Holds that the customer will


    favor products that are
    widely available and low in
    cost. Therefore managers
    should focus on production
    and distribution efficiency.
    Five Marketing Management Philosophies

    2. Product Concept

    • Holds that the customer


    prefer existing products and
    product forms, and the job
    of management is to
    develop good versions of
    these products.
    Five Marketing Management Philosophies

    3. Selling Concept

    • Holds that the consumers


    will not buy enough of the
    organizations products
    unless the organization
    undertakes a large selling
    and promotion effort.
    Five Marketing Management Philosophies
    4. Marketing Concept

    • Holds that the key to


    achieving organizational
    goals consist in determining
    the needs and wants of
    target markets and
    delivering the desired
    satisfaction more effectively
    and efficiently than
    competitors.
    Five Marketing Management Philosophies
    5. Societal Marketing Concept

    • Holds that the organization’s


    task is to determine the needs,
    wants and interests of target
    markets and to deliver the
    desired satisfaction more
    effectively and efficiently than
    competitors in a way that
    preserves or enhances the
    consumers and society’s
    well-being.

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